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I love Paula Scher, but… well… the new logo has a ‘twat’ in the middle.

This wasn’t a problem with the capital Ws, but now it’s all lower-case it sticks out quite badly. Both Scher and her American audience will be none-the-wiser of course, but many Brits are already picking up on this little quirk.

So what now? Will the US and UK brands exist separately (which is a bit wasteful) or will we soon be seeing ‘twat’ all over our television screens and ready-meals?

As much as Paula Scher is a renowned and respected designer, this is a massive let down.
Identities, of late, has taken this simplistic, typographic approach (ebay, Microsoft etc) and lacking “personality”.

Ending up with the word “twat” in the middle of a company logo should be a sign that this whole “simplicity” fad is being flogged way too hard. There wouldn’t be a problem if they hadn’t stripped out any sign of spaces or capitalisation.

If a design manages to overlook the way the actual words appear, someone’s priorities are skewed.

Following a studio discussion about this rebrand we raised some bigger questions about who is ultimately to blame in this type of situation, and why. Feel free to take a look » http://mtdlph.in/Twatchers

Re Matt Booth.
Matt, if you’re going to lay into this with your own ideas, I suggest you at least craft it to a decent standard. Your kerning’s all to cock mate. I guess the idea is stronger in principle, just poorly presented.
Either way this refresh is soulless and not very inspirational in isolation and situation.
I agree with Peter Gale here re the simplicity fad. Where’s the personality?

Frankly, I don’t care how famous Sher is for her designs. She just sold her own soul by pumping out something that will destroy her client and damage her own credibility. Maybe the client insisted on this direction, and Sher simply delivered. Who knows? But when you are a true professional, you recognize the point at which to walk away from a project that will result in failure for your client, as well as your personal and professional association with a failed brand. If the client insists on something that is not healthy for the business, I have no hesitation to suggest they look elsewhere. There are plenty of people who can “draw” what a client requests. There aren’t that many who will give the client the design of a brand that sustains the integrity of their business for many years to come.